Media Use Patterns of Young Men: Findings from the Youth Attitude Tracking Study 2
DEFENSE MANPOWER DATA CENTER ALEXANDRIA VA
Pagination or Media Count:
This report describes media use patterns of young men for television, radio, newspapers, and magazines. Data were drawn from the 1989 Youth Attitude Tracking StudyAlternate Questionnaire Study YATSAQS, a 20-minute computer- assisted telephone interview CATI with a probability-based sample of 476 men aged 16 to 21. Correlations were computed to examine the relationship of advertising awareness and media use to assess if higher levels of media use were reflected in greater advertising awareness. Results showed small correlations . 15 or less, indicating weak relationships between the awareness of advertising and the use of media. Data on recall messages, however, showed high awareness of military advertising for television 81 and magazines 53, but lower awareness for radio 32 and newspapers 19. These same patterns held for those with enlistment interest and those higher grades. These data suggest that awareness of military advertising may be higher grades. These suggest that awareness of military advertising may be high and that, part of the advertising message about the military is reaching your men.
- Administration and Management
- Personnel Management and Labor Relations
- Radio Communications